Need for speed? By Frederic Wadoux-Girard (@fredwg)
If people are getting bored with advertising, there are usually two common reasons. They think advertisers are either too pushy or don’t care about who they are.
It is never easy or obvious for a company to find the best way to reach its prospect. Through mass media (TV, radio, press), even if media agencies know who usually read the magazine X or watch the channel Y (and at what time), when you choose to publish an advert, you also know that you also pay for the part of the audience that isn’t your target and isn’t interested in your product or service. How many times a day, when you watch ads on TV, do you think “why do they show me this ad? They are wasting their money and my time!”?
On the internet, it’s usually better: with Google Adwords, adverts you will see are/should be related to the keywords you have used in your search; and websites that know a loooooot about you (the best example is certainly facebook) use the information you wrote in your profile to make relevant adverts appear on your page, provided your info is correct. Incorrect info within your profile means irrelevant ads – so not fool proof. E.g. If you are in a relationship but you don’t want to write it on facebook, you will keep receiving quite a lot of ads concerning dating websites. If you are straight, you should try to telling facebook that you are gay (and vice-versa) just to see how the ads change…!
Everyone gets fed up with pushy ads. Consumers expect brands to understand them and find solutions to their needs, they want a brand that is personable and offers an experience.
Following these two rules, Y&R Johannesburg has come up with a very smart campaign for the game Need For Speed Carbon on X-BOX 360.
In South Africa, when drivers breaking the speed limit are caught by a traffic camera, they receive their fine and the photo. Y&R decided to set up an outdoor ad roadside, strategically placed next to these speed cameras, with the simple message: “Need for Speed? XBOX”. So that when drivers receive their fine, they can see the friendly ad, reminding them that they can drive as fast as they like on X-BOX 360, without ever paying a fine..!
The agency walked away with a Gold Lion for this outdoor.
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here is the link to see the video of their campaign: http://www.youtube.com/watch?v=Y6jKAhgkLdQ&feature=player_embedded